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Negative critical reviews often can't halt the momentum of a big box office hit, but a swarm of negative social media memos might. Today Time posits that negative reactions to "Bruno" on Twitter hurt the movie's box office numbers this past weekend.

The movie officially opened on Friday night, and post-midnight ticket sales of around $1.6 million had Hollywood insiders predicting the film would bring in around $50 million its opening weekend.

But thousands of Twitter messages and three days later, the film only earned $30.4 million for the weekend. That's still respectable, but "Bruno" saw almost a 40% drop in ticket sales from Friday to Saturday, and an even steeper drop in viewership moving into Sunday, which is incredibly unusual on opening weekend.